Digital Retail In London: How retailers are using mobile and digital experiences to engage customers in-store

In December 2013, Eccomplished sent a team of researchers into the heart of London’s shopping district. Their primary goal – to place themselves in the mind of the shopper and evaluate how good retailers in the world’s shopping capital are at delivering an omnichannel experience.

Over 40 leading retailers were visited and assessed against a set of key criteria designed to explore the use of digital technology and it’s impact on the customer journey, from Wi-Fi provision and performance to digital media interactivity. We also collected anecdotal feedback from customers in-store.

This new research report is set against a back drop of recognition that today’s omnichannel customer moves seamlessly between online and physical retail and that physical retailers must find ways of connecting those dots through interactive digital media and mobile communication and support.

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